Advertising Campaign By: Heather Allen

A series of ad messages that share a single idea and theme. What is it? A series of ad messages that share a single idea and theme. They appear in different media across a specific time frame. Typically 4-6 weeks, holidays, seasons, etc.

Critical decisions: Theme The theme sets the tone for the individual advertisements and other forms of marketing communications that will be used. It’s the central message that will be communicated in all promotional activities.

Entire region campaign National campaign Campaign Types Local market campaign Entire region campaign National campaign Pioneering campaigns introduce new products Competitive campaigns emphasize competitive superiority to retain the present marketing and to expand either by increasing the products or buy wearing the customers away from a competitive brand.

The Word HOOK The word hook is a repeatable catch phrase from ad to ad. Example Verizon’s “Can you hear me now?” Its funny that in a 2003 J.D. Power & Associates survey ranked Verizon at the top of the list for wireless quality, while ALLTEL was ranked number seven even though at the time they shared the same network through a nationwide roaming agreement.

Ronald McDonald, a hero of happiness created in 1963. Character hook A character hook uses a hero, villain, or victim to embody a key attribute of a brand. Ronald McDonald, a hero of happiness created in 1963. 96% of school children in the US can identify him, only Santa Claus is more commonly recognized

The Repeatable Theme A situation that plays out again and again calling out the need for a company's product. Example Got Milk ads

Consistent Layout Uses a unique design look and repeats these elements at each touch point. The more distinct hey are from the competitors, the easier it is to stand out from the clutter. Example Southwest airlines ads: the same design is on everything from bag tags to cocktail napkins.

Common Strategies Ideal kids Kids in commercials are often a little older and little more perfect than the target audience A commercial targeting eight year olds, will show 11 or 12 year-old models playing with an eight year old’s toy.

Common Strategies Create an emotional ambience that draws you into the advertisement Amazing Toys- Toys that do tricks Life-Like settings- Barbie struts her stuff on the beach with crashing waves in the background. Sounds good- make things seem more exciting set the mood Excitement-Everyone is smiling and happy Star Power-famous people in ads

Assignment Complete the Analyzing Advertising Campaign handout. There are two sides make sure you complete both and turn in before you leave.